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Maximizing Subscribers: Updated Best Practices for Increasing Sign-up Rates Presented By: Scott Burns, co-Founder and CEO – GovDelivery Phone: 651-726-7303 or 866-276-5583 ext. 303 scott.burns@govdelivery.com Proactive Public Communication Roundtable June 19, 2008

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maximizing subscribers updated best practices for increasing sign up rates

Maximizing Subscribers: Updated Best Practices for Increasing Sign-up Rates

Presented By:

Scott Burns, co-Founder and CEO – GovDelivery

Phone: 651-726-7303 or 866-276-5583 ext. 303

scott.burns@govdelivery.com

Proactive Public Communication Roundtable

June 19, 2008

slide2

If a tree falls in a forest and no one is around to hear it, does it make a sound?

-Unknown Philosopher

agenda 60 minutes
Agenda (60 Minutes)

The “Shopping Cart” of the Public Sector

Which usage metrics matter?

CDC Example

Critical Recommendations (Updated)

Subscriptions 2.0 will Multiply Your Reach

5 Opportunities

Q&A and Discussion

make subscribing your agency s add to cart
Make “Subscribing” Your Agency’s “Add to Cart”
  • Validates content Your site visitors have taken action to indicate a continuing interest
  • Creates a “Customer Base”
    • Reach immediately
    • Offer new services
    • Announce upgrades
  • Provides instant, compelling, metrics about value of content
cdc gov email topic sign up
CDC.gov Email Topic Sign-Up

1

Click on Get email updates link on Influenza Page

3

Signed up to info. of interest

2

Enter email address (password optional)

4

Shown other options within CDC

growth in subscriber base since launching cdc wide system
Growth in Subscriber Base Since Launching CDC-wide System

Total Subscribers (5/5/08): 105,979

Signed up through GovDelivery Since November 2006

74,663

Uploaded from Existing CDC Listservs

31,316

cdc growing subscription base through collaboration
CDC Growing Subscription Base through Collaboration

Average New Subscribers per Weekday for CDC

122% Growth in Daily Subscription Rate From Collaboration

After GovDelivery Launch

After Collaboration with FEMA and Fire Admin.

After Collaboration with FDA

Source: GovDelivery subscription growth comparing weekdays before and after setup of GovDelivery collaboration network.

cdc gov metrics
CDC.gov Metrics

Launch Date: November 15, 2006

what i want
What I Want

From: A Few General Topics to Choose From

what i want17
What I Want

To: Specific Options Across All Categories

slide18

2008: Your Audience Wants Choice

  • Typical federal agency has 50-500+ different types of important content
  • Large inventory of content “products” is a major asset
  • Citizens increasingly want more choice and convenient access

Vs.

when i want it
When I Want It

From: Updates Available, but Hidden

when i want it20
When I Want It

To: Update Options Presented in Context

2008 better results with direct signup
2008: Better Results with Direct Signup
  • Use on homepage
  • Use for “1-click” topic-specific signups (shown here)
leveraging web 2 0 collaboration network
Leveraging Web 2.0 Collaboration Network
  • Connect with related agencies to reach a broader audience
    • Takes advantage of proven ecommerce “upsell” concept
    • Exceptional results at DOJ, DHS, HHS, USA.gov, ODNI, and elsewhere
    • Setup in 1 minute
  • Voluntary participation
  • Future: Items/topics tagged or categorized to make them easy to find

Every month between 400,000 and 1 million citizens signup through agency websites using the GovDelivery Platform

web 2 0 let s you collaborate and multiply your reach
Web 2.0 Let’s You Collaborate and Multiply Your Reach

Subscribers from your site

Visitors to Your Site

Visitors to Partner A

Subscribers to your content from Partner Agencies

Visitors to Partner B

Visitors to Partner C

Daily Website Visitors

Daily Subscribers

how big is the network for potential collaboration
How Big is the Network for Potential Collaboration?
  • Over 100 State and Local Governments
  • Enterprise-wide Federal Participation
    • Department of Homeland Security
    • Treasury
    • Department of Justice
    • Department of Labor
    • Department of Transportation
  • Health & Human Services
    • HHS.gov / Pandemicflu.gov / SurgeonGeneral.gov / etc.
    • Centers for Disease Control
    • Agency for Healthcare Research and Quality
    • Centers for Medicare and Medicaid Services
    • Food and Drug Administration
  • Bureau of Economic Analysis, International Trade Administration (Commerce)
  • DOD.mil, Pentagon Channel (Defense)
  • Cross-Governmental PortalsUSA.gov, FCIC, GovBenefits.gov, DisabilityInfo.gov, Export.gov
  • State.gov, Careers.state.gov, State Dept. Retirement Website (State Dept.)
  • EPA.gov, EPA Office of Radiation, EPA Office of R&D
  • Food Safety and Inspection Service (USDA)
  • Other agencies
    • Federal Reserve Board of Governors
    • Federal Reserve Banks, New York & St. Louis
    • Social Security Administration
    • Library of Congress
    • Federal Election Commission
    • International Trade Commission
    • Commodities and Futures Trading Commission
    • USAID Global Health Initiative
    • Thrift Savings Plan
opportunity 1 more choice more subscribers
Opportunity 1: More Choice = More Subscribers

Challenges toOffering Choices

“It’s too much work to manage!”

“We only update this content every few months”

“People know when this gets updated; they’ll come back to the website”

  • Opportunity
  • Move in phases
  • Seek GovDelivery support to identify content
  • Explore automation options to limit extra work
  • Expect rationale behavior from busy citizens/ stakeholders
opportunity 2 best practice placement and labeling
Opportunity 2: Best Practice Placement and Labeling

From:

Updates by Page

To: Topic-Based Link

Following Best Practice

lesson learned from private sector add to cart buttons you choose can make or break a store
Lesson Learned from Private Sector:“Add to cart buttons you choose can make or break a store”

Source: eCommerce Optimization

http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/

opportunity 3 use your homepage
Opportunity 3: Use Your Homepage

To:

Promote it with

Direct Signup Option

From:

Lower Left hand corner

lesson learned from private sector cross sell must be integrated in process
Lesson Learned from Private Sector:Cross Sell Must Be Integrated in Process

Source: eCommerce Optimization

http://www.ecommerceoptimization.com/articles/ecommerce-shopping-cart-usability-21-best-practices/

thank you

Thank You!

For more information email: info@govdelivery.com or

Scott Burns – scott.burns@govdelivery.com

(866) 276-5583 ext. 303